Saturday, May 7, 2011

How to Decide Between Organic Search and PPC

By looking at the advantages and disadvantages of each method and then weighing your current financial situation and long-term goals, you should be able to make an informed decision as to which advertising method is right for you.

Advantages of Pay-Per-Click Advertising
+ Nearly Instant Traffic – After you setup a PPC campaign, your ads will often start showing within about ten minutes.
+ Laser Targeting – It’s easy to monitor which keywords bring visitors that actually convert and which don’t. Then you can focus your ad spending on the highest converting keywords.
+ Powerful Money-Making Tool – If you could spend a dollar to make two dollars, how many dollars would you spend? That’s exactly how a well optimized PPC campaign works.

Disadvantages of Pay-Per-Click Advertising
- Every Visitor Costs Money – Some visitors may remember your site and come back again, but overall when you stop paying, the visitors stop coming.
- A High Converting Website is Critical – A good PPC campaign can drive lots of targeted traffic to your site, but if your site doesn’t convince those visitors to convert, it’s all wasted money. A good web marketing campaign will help to optimize your site to convert.
- Competition is Growing – The amount of competition for those top 10 ad spots is growing every day. This can only drive the cost per click up over time.

So you can see that Pay-Per-Click advertising is useful for getting traffic immediately. It’s important to have a website that effectively turns visitors into customers in order to make more money than you spend. Once you establish that however, PPC can be a powerful and profitable advertising method. - AtoZ Financials, LLC is a leader in website optimization (SEO) and PPC campaigns.

Advantages of Organic Search
+ Visitors Are Free – Visitors that find you through organic search results are totally free, so there’s a very high ROI on those clicks.
+ More Clicks – More searchers click in the organic search results than the PPC ads, so a #1 ranking in organic will bring you more targeted traffic than paying for #1 placement via PPC.
+ More Trust – Most searchers trust Google, and when they see that Google considers your site the #1 authority for their search term, most will inherently trust you as well, making it easier to convert those visitors into customers.
+ Less Long Term Financial Investment – The initial investment in an organic search campaign depends greatly on the competitiveness in your industry. It’s important to think of it as a long term investment. You won’t see immediate results, but by investing a little time and money each month, you can gradually build your site up to attract loads of free targeted traffic.

Disadvantages of Organic Search
- Ranking Takes Time –You may start seeing noticeable traffic increases within a few weeks to a few months. It all depends on the competitiveness of your industry.
- Requires Investment in Your Website – You’ll need to commit more of your time to get good organic rankings. With PPC, you simply drive visitors to a specific page and try to get them to convert. With organic search, you’ll need to build up a site full of good content that is useful to your visitors and portrays your company as the authority on the topic.

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